Do share posts with links. According to Guy Kawasaki, every single social media post should carry a link. (But don’t publish long links. Use a URL shortening tool like Buffer or Bit.ly).

Do test multiple headlines — and don’t just share the article’s headline.

Content Marketing

The way you craft content has the ability to change a person’s perspective and find connections where there originally were none, Meaghan Keaney Anderson asserts. InWhat Makes Good Copywriting? 6 Characteristics of Top-Notch Copy, Anderson illustrates the power of words with a compelling story about a homeless man sitting in a community square.

In the story, a man sits with a sign that says “I’m blind, please help,” with the occasional passerby stopping to drop a coin. Then a woman comes by, grabs his sign, and writes on the reverse side: “It’s a beautiful day and I can’t see it.” She replaces the sign next to the man, and the number of donations afterwards grew significantly.

He stresses to write with a single person in mind, which is why it’s helpful to develop a persona of your target audience. This creates a “one-on-one marketing effect” so the reader can better relate to the material.

Other best practices for writing content marketing articles:

Support key statements with statistics, case studies, expert opinions or any other credible source.

Always end on a strong note by using a conclusion, call-to-action, or both.

Write once and edit twice. The first edit is for structure and organization, the second is to eliminate irrelevant words and sentences.

About William Comcowich

William Comcowich founded CyberAlert in 1999 and serves as its president and CEO. The company offers a full spectrum of media monitoring and measurement services. CyberAlert Blog covers major issues in the fields of public relations, marketing and social media. Prior to founding CyberAlert, Bill produced interactive multimedia programs and served PR positions in major non-profit organizations. Contact William on Google+

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